Section Sport Business Administration

Sports Business Administration deals with the particularities and problems that arise from activities in sports markets for the business management functions of a company. The discipline is interested in both companies and organizations within the sports industry (e.g., professional sports teams, sports equipment manufacturers, sports associations) and in companies outside the sports sector when their activities create interfaces with the world of sports (e.g., through sports sponsorship) and, as a result, face sports-specific challenges.

Our approach

We view our field as a subdiscipline of general business research and therefore align ourselves with its theories, methods, and scientific standards. While sport business administration is an applied discipline, it can contribute to basic research in general business administration, as phenomena observed and investigated in the field of sports are often also relevant in other industries.

Our focus

The research of the section focuses on marketing, primarily examining it from a behavioral perspective. In contrast, the department's teaching covers a broader spectrum of business management functions.